“The current Boots first aid packaging design (below) does its job okay. It communicates the product in a consistent way and easily stretches across all of the pack formats. But, it’s very generic, underwhelming and uninspiring, with no real personality, and that is the problem I’m having with a lot of mainstream packaging.
The Dziine Mafia approach to this range was to drop all of the unnecessary information, lose the tired medical feel and produce something friendly, colourful and a bit different. Boots inherently comes with a brand loyalty and trust, so why not push their packaging design beyond the expected. Let’s face it, the majority of own brand products are pretty much on a par with the leading brands and savvy consumers know this and will probably opt for this ‘standard’ product as it’s always the cheaper option. So, you’re not going to lose any customers by giving the packaging a revolutionary design, in fact you may even pull some away from the brand leaders by giving it a unique look and feel and letting it stand up for itself on the shelves.
